This study investigates the repurchase intention of live streaming shopping (LSS) users in China, addressing the challenges of high return and low repurchase rates. Using expectation confirmation theory and structural equation modeling (SEM), the study finds that perceived interactivity, perceived quality, and perceived value directly and significantly impact confirmation and customer satisfaction. Perceived discounts influence satisfaction indirectly through confirmation. Confirmation significantly affects satisfaction, which in turn influences repurchase intention. Gender differences significantly impact repurchase intentions. The study offers practical suggestions for improving user experience and promoting LSS development.

Minqin Yi, Ming Chen, Jilang Yang